3.5 social media trends to watch for in 2012

I began 2011 with a post of social media trends to watch for the year. In that post, I spoke about monetization, community buying, geo-tagging, and the rise in the interest of international networks. 2012 is a bit of a different animal, so here it is again for the 12 months ahead of us; 3.5 trends to watch for this year.

1. Better use of the “second screen”. This is the one that excites me the most.  According to Wikipedia, the second screen is  “the electronic device that a television watcher uses to interact with the content they are consuming.” Over 75% of Americans use the internet and watch TV simultaneously.  This means we’re on the couch with our laptops, smartphones, tablets googling actors, tweeting and interacting with personalities, voting on reality TV outcomes, and so on.

The Toronto Blue Jays are one of my favourite examples of using social media to enhance the game experience. I know what you’re thinking: “Why would you need to use social media to make baseball more exciting?” But it’s a great feature of Blue Jays telecasts. Tweeting Tuesdays allows fans at the game, and at home, to connect with broadcasters and other fans, ask questions, answer trivia, and win prizes. Originally (2010), the Jays had only planned on doing this about once a month, but by the end of the 2011 season they were doing this every week. For more on the Blue Jays’ social media efforts, check out their “Social Media Clubhouse“.

The second screen goes further than just using your laptop to interact with and google content. Enter Apple TV and Google TV.  These products are already available and serve to further integrate your TV, online, and smartphone experience. They allow you to access on demand content, are similar to many digital cable offerings, record programs, share with your other devices, etc. Download the Buddy TV app and you can control your entire experience from your smartphone including personalized channel guides, TV time reminders, and recommendations. Are you watching this?! is a great app for the sports fan that helps to keep tabs on your favourite teams and will let you know when other great games are underway. You can then use your smartphone to switch between the games.

2. Continued decline in quality of social deals. In 2011, I predicted that we would see an increase in the number of social deals, but a decrease in the quality of the offerings. This trend will continue in 2012. When community buying started to get big, customers were being offered 70%, 80%, and 90% off quality merchandise, services, and restaurants. Now, things have changed, and will continue to degrade. Example: The Groupon for January 3rd, 2012, was 53% off two singing Justin Beiber toothbrushes. There will still be good deals to be had, you just have to be diligent in finding the worthy ones.

3. Growth in social media measurement tools, but no winner established.  This has been the elephant in in the room of community managers for years. We’ve been able to make due by clustering together a variety of analytics, influence measurement, and link tracking to get a good idea of active audience size and engagement.  Several companies are competing for this space (Radian 6, Klout, PeerIndex, Twitalyzer, Crowdbooster, Sysomos, etc.) Some are free, some cost thousands of dollars a year, but nobody can paint the complete picture. Unfortunately, solving the social media measurement problem won’t come in 2012.

3.5 More IPOs. We saw 19 social media IPOs in 2011, and over 80% of them are trading below their opening price as we start 2012…not a good track-record (more on that story from Mashable). This year will certainly see it’s share of IPOs, perhaps the anticipated Facebook IPO will be the largest in history, but the viability of these properties will continue to be called into question. It’s hard to predict who will to what with whom, but if you do decide to invest, history tells us that you will be losing money. This one only gets 0.5 because the Facebook IPO is an easy one to call, but we also can anticipate others going public this year, including Livingsocial, Dropbox, and Yelp.

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5 Responses to “3.5 social media trends to watch for in 2012”

  1. You’re right in saying that the Toronto Blue Jays has an amazing Social Media platform. I watch SportsNet religiously and it pleases me to see that when introducing a player it shows their name and Twitter account on the lower part of the screen. With this in mind, it’s great to see that the organization has gone above and beyond to integrate Twitter into almost everything they deal with, from banners in the stadium to custom Twitter conversations with players via hashtags.

    I’ll agree with the quality of social deals decreasing, but at the same time this makes looking for deals all that more interesting and fun. I can honestly say that when I’m with my friends one of the first things that comes up is “did you see the deal on Groupon?”. So far as a group we’ve purchased paintball sessions that were 80% off, a 20 class MMA pass for $20, and a weekend trip to Tremblant for close to 70%. I won’t lie though – one of my friends actually did purchase the Bieber toothbrush.

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    • Thanks for the comment, Rory. Please let me know how that Bieber toothbrush works out! I’ve also bought a lot on those community buying sites….I almost bought 100 fillets of salmon about a month ago…then I was reminded that we don’t have the freezer space! It is a lot of fun to hunt for a good deal…

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  2. I believe that another trend will be more usage by baby boomers even though last year It showed an increase Baby boomers usage I think we might be the largest new group using social media this year.

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  3. I think new sites like tweetforatip.com will start to change the way we look for information or deals, exchanging space on your social media feed for a piece of information will prbably become second nature and is a great way for marketers to increase their exposure.

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